Galaxy is the first major milk chocolate brand to offer a vegan and eco-friendly alternative to its standard range.
The new chocolate bars, which will be available to purchase next week, come in three varieties: caramelised hazelnut, smooth orange and caramel and sea salt.
The pieces also come in a recyclable paper sleeve with a compostable inner film made of wood fibres.
Partnering with The Vegan Society, the launch of the new plant-based chocolate is highly anticipated.
Abigail Stevens, trademark marketing manager at The Vegan Society, said the organisation is ‘delighted’ that Galaxy is ‘entering the vegan market’.
Details wise, Galaxy Vegan will be available in 111 Tesco stores from November 19th and through a distributor EuroFoodBrands.
Building on the brand’s mission to encourage everyone to ‘choose pleasure’, Galaxy’s vegan recipe uses hazelnut paste to create the same smooth and creamy signature characteristics of the existing chocolate bars that we all know and love.
Mars unit director of chocolate, Kerry Cavanaugh said the company is ‘so excited’ to introduce the Galaxy vegan range using a recipe that ‘doesn’t compromise on the brand’s signature smooth and creamy characteristics'.
‘This is our first vegan product and we felt it was time to offer fans of our best-selling Galaxy brand more choice,' he continued.
'We expect it to be very popular at Christmas for families and friends to share, as well as in Veganuary’.
According to the company, the new product performed well in its blind taste tests, with consumers rating it higher than its rival products (largely dark chocolate) as it avoids a bitterness and/or waxy aftertaste.
Linda Lopez, the head of the sensory team at Mars, said: ‘The taste of Galaxy has not changed in the nearly 60 years since it was launched. We wanted to retain the classic smooth and creamy taste and texture without any compromise.’
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